As an outdoor power equipment dealership, you are always trying to find ways to maximize your selling potential. Equipment demo programs are the perfect way to gain more customers by creating a hands-on environment for buyers, AND they give you an edge over competitors. But to achieve success, it has to be managed correctly.
If you had to explain the value of two-step distribution, could you? Two-step distributors buy products from the manufacturers and then sell the product to independent dealer businesses. The dealers, in turn, sell it to the end user, thereby earning the two-step definition.
For those of us in the OPE industry, it is the way we do business so we do not think about the inherent value. It just is. Many times the simplest and easiest way to explain something is to just list some of the benefits for the dealers; explaining why they would want to use distributors, and then do the same thing for the manufacturers.
Tried-And-True Marketing Tactics You Should Try in 2016
When you are busy running an outdoor power equipment dealership, it can be hard to find time to take on the task of marketing. We often push it to the back burner because of the varying degrees of trial and error it requires to get results from our efforts. Since time is money and we can’t waste what little resources we have to spare, KPM has compiled a tried-and-true list of tips and tricks to augment your dealership's marketing efforts. If you want to increase awareness and drive more traffic to your dealership, try some of these marketing tactics.
This past year, KPM worked with Alex Goldfayn to incorporate some of his Evangelist marketing ideas into our own business. One specific thing that Alex explains to his clients is how to incorporate client testimonials into your company’s communications.
Recently, Alex gave this webinar to his past and current clients as a kickoff for 2016. I wanted to share this with our blog readers. Maybe you can find value in Alex’s ideas for your own OPE business.
Highlights from the webinar include:
Most outdoor power equipment dealers contain their business inside their four walls, and they wait for potential customers to come inside the dealership. They have created a comfort zone where they feel at ease completing the same day-to-day tasks that have always been on the agenda. While that process may keep these dealerships in business, it by no means guarantees a large amount of success or growth.
2015 was somewhat of an unusual year for the outdoor power equipment industry in the Northeast.
Sales and service of snow and ice handling equipment started out extremely strong due to the frequent and large amount of snow and ice we received throughout our region from mid-January into early March. Manufacturers, distributors and dealers who offered snow blowers, snow plows, and spreaders/sanders experienced record-breaking sales in 2015.
Starting The Process
Have you been debating whether or not to expand your client base to include municipal and government entities? While this may seem like the perfect way to expand your profits, pursuing this type of customer is not for every outdoor power equipment dealership. Many dealers do not have the staff, equipment, and time to successfully roll out a plan to follow up on this type of business. Like most business projects, it pays to start slow and ramp up if you start to see success. If your business can handle the new influx of work, then here are some tips to successfully engage potential municipal and government clients.
An organization’s culture is developed, in most cases, through the activities of the people involved over time. The activities, by way of only a few examples may be:
- The way people speak to one another
- How they serve a customer
- The backdrop behind how decisions are made
- Empathy for customers and each other
- Or, from a long history of processes, procedures and policies
Sometimes a culture is borne out of an organizational creed, mission statement, prayer, or the leader in the organization.
It is entirely viable that a culture can attract people in the examples noted. “ABC company is a great company to work for,” one might hear. Do they pay high compensation? Do they give a lot of time off?
Dealers who have worked with manufacturers directly in the past may wonder how distributors fit into the equation and what value distributors can add to their retail business. When I speak with dealers who purchase and promote power equipment available through distribution, I hear a wide range of reasons why dealers get excited about working with a distributor. Here are the benefits I hear most frequently from OPE dealers.
This year, Small Business Saturday is on November 28. It’s a day that encourages consumers to shop small and local. Since American Express started the initiative in 2010, eighty-eight million people have shown up to “shop small.”
In the outdoor power equipment industry, shopping small means to forgo the big box stores and take your business to the locally owned outdoor power equipment dealership in your area. In addition to supporting the community where you live, shopping local has other benefits.
Local outdoor power equipment dealers provide knowledge and services not found in big box retailers. For landscape contractors looking to make a significant investment in their next piece of equipment, that’s especially important.
So, why shop local for your outdoor power equipment?